← Intermediate training · Module 9 — Budgets and planning — impression share, curves, allocation and spend control
Response curves: diminishing returns and the marginal cost of the next conversion
⏱️ 10 min read · 💰 Bids and budgets · updated on 2026-08-22
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Why doubling the budget does not double conversions, how to draw the spend → conversions curve of a campaign from your own data and with the Performance Planner, what marginal CPA is and how it decides where the next euro goes — the concept that separates managing from spending.
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